1 摘要 随着网络技术快速发展，国际间贸易往来也开始变得越来越普遍，但受到厂商 间信息滞后及不对称信息的制约，这严重影响着厂商国际贸易效率，所以为厂商提 供展示平台消除信息鸿沟就成为国际贸易发展必经之路，这时国际贸易推广平台的 优势就体现出来。国际贸易推广平台已作为中国品牌出口海外市场营销渠道、提高 品牌国际形象和增加核心竞争力的关键途径，并在全球范围迅速崛起，改变了传统 国际贸易企业的经营方式，也深刻影响了我国对外国际贸易的产业链的布局。 本文以国内具有代表性的对外贸易推广平台G公司为例，通过对相关文献的整 理和分析，界定了国际贸易推广平台及平台战略的相关概念，并在此基础上介绍了 网络效应及平台生态战略等理论，在对G公司国际贸易推广平台的发展现状进行梳 理的基础上，基于平台战略理论，并借助PEST分析策略，分析了G国际贸易推广 平台开展业务的政治、经济、社会文化环境及技术因素四个方面的外部行业环境， 并以此总结了G公司目前面临的竞争环境和竞争优势。于此同时借助SWOT研究方 法，从优劣势和机会威胁四个维度入手，分别对G公司B2B国际贸易推广平台的战 略现状进行分析，基于分析结果，结合平台生态发展战略的逻辑框架，确定了G公 司国际贸易推广平台发展型战略模式，并给出平台业务发展的战略方案。在此基础 上，也针对“平台战略目标不明确，服务同质化问题严重，市场反应速度不够敏锐以 及人均效率过低”等内部问题，提出生态圈发展战略、本地化发展战略、品牌化发展 战略、区域化发展战略、移动化发展战略等细致化战略措施，以促成G公司国际贸 易推广平台战略方案实施，进而实现发展总体战略目标。当然为了保证该目标顺利 实施，本文在对战略实施过程中遇到具体问题，提出了人才、技术、影响渠道升级 的保障措施，从而保障细化战略能够达到预期目标，提升其平台竞争优势，当然其 中逻辑分析框架、分析方法以及具体战略措施也可以为其他同类型国际贸易推广平 台提供经验借鉴和智力支持。 关键词：国际贸易推广平台；平台战略；平台生态圈；G公司 G公司国际贸易推广平台业务发展战略研究 I Abstract With the rapid development of network technology, international trade has become more and more common, but it is restricted by information lag and asymmetric information among manufacturers, which seriously affects the efficiency of international trade of manufacturers. Therefore, providing display platform for manufacturers to eliminate the information gap is the only way for the development of international trade. At this time, the advantages of international trade promotion platform are reflected. International trade promotion platform has become a key channel for Chinese brands to export to overseas markets, improve their international image and increase their core competitiveness. It has risen rapidly all over the world, changed the operation mode of traditional international trade enterprises and profoundly influenced the layout of the industrial chain of China's international trade. This paper takes G company, a representative foreign trade promotion platform in China, as an example, defines the relevant concepts of international trade promotion platform and platform strategy through the sorting and analysis of relevant literature, and on this basis, introduces the theory of network effect and platform ecological strategy. Based on the combing of the development status of G company's international trade promotion platform, based on the platform war With the help of PEST analysis strategy, this paper analyzes the external industry environment of politics, economy, social and cultural environment and technical factors for G international trade promotion platform to carry out business, and summarizes the current competitive environment and competitive advantages G company is facing. At the same time, with the help of SWOT research method, starting from the four dimensions of advantages and disadvantages and opportunities and threats, this paper analyzes the strategic status of G company's B2B international trade promotion platform, based on the analysis results, combined with the logical framework of the platform's ecological development strategy, determines the development strategy mode of G company's international trade promotion platform, and gives the strategic plan for the platform's business development. On this basis, in view of the internal problems such as "unclear strategic objectives of the platform, serious homogenization of services, insufficient market response speed and low per capita efficiency", detailed strategic measures such as ecosystem development strategy, localization development strategy, brand development strategy, regional development strategy and mobile development strategy are proposed to promote the international trade promotion of G company The platform ensures the implementation of the strategic plan, so as to achieve the overall strategic goal of development. Of course, in order to ensure the smooth implementation of this goal, this paper has encountered specific problems in the Abstract II process of strategy implementation, and put forward safeguard measures for talents, technology and channel upgrading, so as to ensure that the detailed strategy can achieve the expected goal and enhance its platform competitive advantage. Of course, the logical analysis framework, analysis methods and specific strategic measures can also be other similar types of international trade Easy to promote platform to provide experience and intellectual support. Key words: International Trade Promotion Platform; Platform Strategy; Platform Ecosystem; G Company G公司国际贸易推广平台业务发展战略研究 1 目 录 导 论 ······ 1 一、研究背景及意义 ·· 1 二、国内外研究现状 ·· 2 三、论文的内容、结构和方法 ········ 5 四、研究重点和创新点 ················· 7 第一章 相关概念和理论基础 ······· 8 第一节 B2B国际贸易推广平台定义界定及概述······ 8 一、B2B国际贸易推广平台定义 ····· 8 二、B2B国际贸易推广平台概述 ····· 8 三、 B2B国际贸易推广平台的运营模式 ············· 9 第二节 企业战略管理理论及战略分析方法 ·········· 12 一、企业战略管理理论 ··············· 12 二、企业战略管理分析方法 ········· 13 第三节 平台战略理论 · 16 一、平台网络效应理论 ··············· 16 二、平台生态圈理论 17 第二章 G公司国际贸易推广平台的内部环境分析 ··········· 19 第一节 G公司简介 ···· 19 一、G公司的主营业务················ 19 二、G公司的经营状况············ 第二节 G公司国际贸易推广平台的内部环境分析 · 20 一、B2B国际贸易推广平台的业务现状 ············ 20 二、B2B国际贸易推广平台的资源分析 ············ 21 三、G公司B2B国际贸易推广平台的能力分析··· 23 第三章 G公司B2B国际贸易推广平台的外部环境分析 ···· 24 第一节 宏观环境的PEST分析 ······· 24 一、政治环境（P） ·· 24 二、经济环境（E） ·· 26 三、社会文化环境因素（S） ········ 30 四、技术因素（T） ·· 31 第二节 G公司B2B国际贸易推广平台的行业竞争环境分析 ······ 32 一、行业发展趋势 ··· 32 二、行业竞争力分析 33 19 目录 2 第四章 G公司B2B国际贸易推广平台业务发展战略选择 37 第一节 SWOT分析···· 37 一、机遇和挑战 ······ 37 二、优势与劣势分析 38 三、SWOT分析结论 39 第二节 B2B国际贸易推广平台业务发展战略方案确定 ·············· 42 一、B2B国际贸易推广平台业务发展战略方案确定原则 ········· 42 二、B2B国际贸易推广平台业务发展总体战略目标确定 ········· 42 三、B2B国际贸易推广平台业务发展战略方案确定 ··············· 43 第五章 G国际贸易推广平台业务发展战略的实施与保障 45 第一节 平台业务发展战略的实施 ···· 45 一、生态化发展战略实施 ············ 45 二、本地化发展战略实施 ············ 46 三、品牌化发展战略实施 ············ 47 四、区域化发展战略实施 ············ 48 五、移动化发展战略实施 ············ 48 第二节 G公司B2B国际贸易推广平台业务发展战略实施的保障措施 ············ 49 一、人力资源 ········· 49 二、技术资源 ········· 49 三、市场营销渠道的优化升级 ······ 50 结 论 ···· 51